Computer and Web Articles

The fact that your company has a blog, coupled with the fact that you actually maintain your blog (high-five there), does not necessarily equate to your company having a blog that provides you with substantial, if any, value.

Here’s the question to ask yourself: Does my company’s blog have any focus?

Yesterday you posted a case study of your latest business success.

Two days prior you wrote about your favorite Mexican restaurant in Australia.

Today you’re writing about your son’s field trip to the Denver Zoo.

Last week you wrote about social networking strategies you’re considering and the week before you wrote about your favorite blender (I’m guessing it was a VitaMix. Nice choice).

All this would be absolutely delightful if you were sharing it in your personal blog.

If your company’s blog is filled with disconnected, haphazard thoughts and musings, you’re wasting energy, time, and money. Surprising as his choices may be, people don’t visit your company blog to learn about your son’s favorite animals at the zoo. People check your company blog because they have goals, problems or questions.

“How might this company help my family?”

“Does the owner of this company know what he’s talking about? Is he knowledgeable enough for me to feel comfortable hiring them?”

“Where will this company be demoing their equipment this winter?”

“Can I view actual examples of successful projects they’ve completed?”

“Do they have useful tips and links and photos I can check out?”

When you stop covering topics your visitors care about (whether your visitors are potential customers, existing customers, or colleagues) you give them no reason to return. No reason to engage with you. In the end this means you’re likely just wasting time by working on a company blog that few people read when you could be investing your time in far more effective ways.